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Using Data to Create Outcome-Based Customer Experiences

A practical approach to understanding, strategizing, implementing and using data-based outcomes to improve customers’ experiences

About this paper

The aim of this research paper is to better understand how the data influences outcome-based, optimized customer experiences and help identify best practices for using data and analytics to design and deliver consistent, desirable customer experiences. We interviewed more than 30 marketing leaders with experience in customer-facing projects or data management (or both) and asked questions about how to use data to enable better customer experiences.

The result is a framework for moving from a transactional, static data framework (think traditional customer experience management) to a more fluid, analytically driven approach where the data and analytics are fused into the process rather than being siloed.

About SAS

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 83,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.